In 1991, Jean-Jacques LAUBY, a rugby enthusiast from Toulouse and former sports teacher who had switched to the textile industry, decided to create his own brand of men's ready-to-wear clothing.
His initial idea was to make only rugby polo shirts, durable and heavy like kimonos, the trendy item of the 1990s.
Everything was ready: notebooks filled with sketches over the months, prototypes developed, yarn purchased, French weaving, assembly, and embroidery workshops found...
The only thing missing was the name!
At the end of the 1991-1992 season, rugby player Serge Blanco announced his retirement. That was all it took for Jean-Jacques Lauby, an audacious entrepreneur, to contact the rugby player. Who better in the world of rugby to embody his project?
In a single meeting, the two men, who shared common values, sealed their agreement with a handshake. Jean-Jacques Lauby promised Serge a brand that would still be talked about in 30 years' time.
SERGE BLANCO
SERGE BLANCO
SERGE BLANCO
SERGE BLANCO
SERGE BLANCO
SERGE BLANCO
SERGE BLANCO
History is in motion, and its creator has no intention of stopping there. After traveling throughout France to promote his innovative polo shirts, Jean-Jacques Lauby continues to develop his new brand with the help of his wife.
Although SERGE BLANCO polo shirts and shirts were the brand's original specialty, it quickly expanded to offer a complete men's wardrobe, enriched with a line of accessories, shoes, and a collection of luggage and leather goods.
The first stores opened in 1994, launching a linear expansion to grow step by step.
Always at the heart of our brand's history, people and encounters are at the center of everything, and our iconic logo, the embroidered polo shirt adorned with the number 15, stands out.
This is how the Canal+ sports teams began to wear it, culminating in the 1996 Olympic Games in Atlanta. At the same time, the French handball team, nicknamed Les Barjots, became world champions in 1995, appearing on television wearing the brand's clothing, and many other sports stars followed suit.
But the pride of the Lauby family is seeing this logo in the streets and stadiums, where true recognition lies: our customers. Both loyal and new, this proof of trust is the driving force behind this project and has never left us.
Joined by their children Lionel and Elsa in 1997, now CEO and Managing Director, SERGE BLANCO is more than ever a family business. The brand continues to grow in France and internationally.
Since its inception, the brand has remained true to the values it promotes: generosity, team spirit, respect, solidarity, and authenticity.
SERGE BLANCO has evolved with the times, reinventing itself and pushing boundaries without losing the DNA that made it famous.
The SERGE BLANCO brand has become a staple of men's fashion.
Its daily commitment to issues such as sustainable development and eco-responsibility demonstrates a desire to adopt an approach that is consistent with the brand's fundamental principles.
Today, TNT SERGE BLANCO, which designs, produces, markets, and develops the brand in France and internationally, employs 172 people in France, has 55 SERGE BLANCO boutiques and more than 300 multi-brand boutiques and 400 leather goods and shoe retailers. Its headquarters are in Toulouse and its capital is still 100% family-owned.
A big thank you to everyone who writes the history of the SERGE BLANCO brand with us every day.